Well-known casino and gaming corporation Caesars Entertainment has just opened a brand-new production studio in Las Vegas, and will be planning to feature esports in the new space. Over the weekend, it even hosted its first esports event, a Gears of War pro circuit.

In March, Caesars hosted another Gears event in Atlantic City, one of the city’s first major esports events.

“Given our long-standing relationship with the entertainment industry, the studio’s close proximity to the famed Las Vegas strip, as well as its state-of-the-art infrastructure, the opportunity to open Caesars Entertainment Studios makes perfect business sense,” said Caesars SVP of Marketing and Entertainment Jason Gastwirth, per Esports Betting Report. “We saw an opportunity to do something that’s never been done in Nevada, and we’re confident that production companies will see the value our space provides.”

The same report cited a recently-passed Nevada law offering $10 million a year in tax credits as a reason that Caesars wanted to open the new studio. Adding esports into the mix also seems to be a growing strategy for the gaming company. In March, Caesars hosted another Gears event in Atlantic City, one of the city’s first major esports events.

“Caesars Entertainment has always supported innovation and world-class entertainment,” said Christian Steward, Caesars’ Executive Vice President of Gaming and Interactive Entertainment. “Hosting esport events like the Gears Pro Circuit Las Vegas Open is the kind of emerging interactive gaming we have been and will continue offering to those customers looking to test their skills along the way.”

There’s been a growing push to make Las Vegas the capital of esports in North America, primarily from the formation of the Nevada Esports Alliance. NVEA so far includes multiple gaming companies, but also esports organizations and research groups like the University of Nevada, Las Vegas’ International Gaming Institute and International Center for Gaming Regulation. In May, the state’s governor signed a bill that extended gambling regulations to cover esports betting.

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